Dive Brief:

• L.L. Bean launched outdoor coworking spaces as part of its "Be an Outsider at Work" summer campaign, which urges people to perform their job functions and spend some of their workday outside. The effort is an expansion of the brand's "Be an Outsider" campaign that encourages people to get outdoors more.
• The apparel brand partnered with co-working company Industrious on an outdoor pop-up space with individual workstations, conference areas and cycling desks, according to The Drum. The pop-up initially debuted on June 21 in New York City and will be in Boston's Wharf District Park July 10-13. Other stops this summer include Philadelphia and Madison, Wisconsin. The initiative was created with brand experience agency Jack Morton.
• The campaign was inspired by L.L. Bean research showing that most people spend a large part of their workdays inside, while being outside boosts productivity and creativity, reduces stress and makes people happier. The company has also created a designated microsite with tips and a handbook for successfully working outside.

Dive Insight:

For generations, L.L. Bean has focused its marketing on the benefits of outdoors, but with "Be an Outsider at Work," the brand is attempting to modernize the message and broaden its reach to infiltrate people's everyday lives. The iconic brand is shifting its marketing focus from the adventurous outdoors to encouraging people to step outside during their daily routines, making the message more accessible to all consumers beyond those interested in major outdoor adventures.

With the out-of-home (OOH) workspace activation, L.L. Bean seems to be directly targeting younger workers, including millennials, who have been reshaping the traditional work environment with the desire for more flexibility and to work remotely.

Pop-up events like this are becoming more popular for marketers looking to interact with consumers in real life and engage them through unique and memorable experiences. Most brands center their OOH campaigns around entertainment, but L.L. Bean's outdoor workspace messaging promotes health, creativity and productivity, values that are in line with the brand's mission.

These kinds of events particularly resonate with younger consumers, which, according to research, prefer cause-driven marketing more than older generations. Mental health and well-being are also important to Gen Z consumers, with 94% saying they participate in health and lifestyle activities, according to a December 2017 PSFK survey.

L.L. Bean has been freshening up its marketing recently. Last summer, the company announced a major rebrand from a heritage brand with print catalogs to a more modern, cohesive product company. with a fresh, continuous marketing strategy. The retailer also launched a new website and a new focus on digital and TV for its broader "Be an Outsider" campaign.